To thrive in the fast-paced realm of technology partnerships, partner marketers must be versatile and adaptable, much like “Swiss Army knives.” Unlike traditional marketers who can specialize in specific areas, partner marketers juggle a wide range of responsibilities—from joint go-to-market planning and messaging to content development, demand generation, budget management, and pipeline reporting. It often feels akin to the role of a CMO.
So, what mindset and skills are essential for success as a Partner Marketing leader today? Anita Covelli, Director of Partner Marketing at Marketing Vogue, recently spoke with Partner Marketing leaders Tricia Jennett (Senior Director, Global Partner Marketing at NetApp), Matt Davison (VP, Marketing & Communications at SoftwareOne), and Anne-Marie Clegg (Global Partner Marketing Lead at Skyhigh Security) about the soft skills necessary for excelling in this field.
- Listen and Communicate Effectively
In recent years, the industry has faced significant disruption—from the global pandemic to rapid digital transformation and advancements in AI. Anne-Marie emphasizes that effective listening and communication are crucial for navigating uncertainty. “When you have a framework for communicating with a broad group of internal and partner stakeholders, you can adapt and relay messages as changes occur.”
She suggests establishing a regular communication cadence with partners, including newsletters and webinars for community-based partnerships, along with ongoing feedback surveys to address partner challenges. For strategic partnerships, a more tailored and high-touch approach is recommended.
- Build a Foundation
“Establishing a solid foundation is essential for quick adaptation and onboarding others,” Anne-Marie notes. Taking the time to explain the value of partner marketing to internal stakeholders can accelerate progress. “Creating foundational experiences leads to better overall strategy and improved outcomes,” adds Anita. Continuous advocacy for the value of partner marketing within your organization is critical. - Have Patience
Matt highlights the importance of patience in achieving partner marketing success. “You can have the right plans, but the timing may not be ideal.” Effective strategies depend on partners being aligned and ready to execute. If they’re not prepared for the proposed plans, it’s crucial to revisit the basics and strengthen the foundation.
With aggressive pipeline targets and revenue goals, partner marketers may feel compelled to push partners, which can lead to negative experiences. Patience and empathy are vital for nurturing effective and healthy partnerships.
- Ability to Influence
The capacity to influence partners and their end-users is crucial for success. Matt notes that individuals in the partner ecosystem often face an overwhelming number of requests for campaigns, events, and collateral. “The ability to clearly articulate what is important to them is critical to your success.”
Ultimately, partners typically consist of small teams with limited resources, and partner marketers often don’t control many of these assets. Therefore, the ability to influence both vertically and horizontally within your organization is vital for achieving your goals and prioritizing effectively.
While hard skills are essential, prioritizing soft skills as a partner marketer will foster stronger partnerships and better relationships. If you’re interested in learning more about the skills necessary for growth and success in partner marketing, consider exploring resources from industry leaders.
